Mid November saw risk management specialist Pinkerton leverage its partnership with the Fédération Internationale des Echecs / the World Chess Federation (FIDE) with an initiative demonstrating its status as the official anti-cheating partner of the 2018 World Chess Championships.
The promotional campaign around the deal included PR, digital and social content based around blending the new World Chess brand’s design architecture with Pinkerton’s own logo.
We would like to be sure that there is no cheating during the Match. So World Chess is happy to announce @Pinkerton , one of America’s oldest private security firms, as the official anti-cheating partner #londonplayschess #worldchess2018 #chesschampionship2018 #CarlsenCaruana2018 pic.twitter.com/fzJXnHXzuR
— World Chess (@theworldchess) November 16, 2018
Pinkerton, who’s partner role is primarily based around ‘deterring cheating’ and/or ‘other advantage-providing activities’, promoted its rights by authoring an ‘assessment on cheating in chess’.
Even though cheating is rare in top-level chess, both players have to be absolutely sure no cheating or outside help is possible, so this guide outlines common cheating strategies, notable incidents of cheating, and the best strategy to combat it.
The partnership and the guide is being promoted through a PR push
and across the brand’s digital and social channels.
Pinkerton, World Chess's anti-cheating partner, have quite a history: their agents foiled an assassination attempt against Abraham Lincoln and tracked down notorious outlaws like Jesse James and Butch Cassidy. The lucky agents sent for #CarlsenCaruana must be bored to death. pic.twitter.com/azzo2MCg6y
— Olimpiu G. Urcan (@olimpiuurcan) November 15, 2018
Game 5 of the #WorldChessChampionship between Magnus Carlsen and Fabiano Caruana is happening right now at The College of Holborn in London. We are honored to be a part of this event. #CarlsenCaruana2018 #Chess pic.twitter.com/PAQBnV80fX
— Pinkerton (@Pinkerton) November 15, 2018
As an official supplier, Pinkerton is providing a suite of services to prevent cheating or player interference during the matches to ensure fair play and integrity.
The sees the US-based company implementing a set of measures ranging from metal detector scanning and electronic device sweeping, to surveillance, background screening checks (and even, if needed by the rights holders, lie detector (polygraph) tests if cheating or outside interference is suspected).
The 2018 FIDE World Chess Championships, which is being held at The College in The City of London between 9 and 27 November, is a 12-round series between reigning champion Magnus Carlsen (a Norwegian who has held the title since 2013) and American challenger Fabiano Caruana (the first American to contest the title for over 40 years).
“Thanks to Pinkerton, the name that is synonymous with security for decades, the Championship 2018 is the most protected chess event in history, both in regular security and advanced anti-cheating and fair play measures,” explains World Chess CEO Ilya Merenzon (World Chess is the exclusive official partner of FIDE).
“Pinkerton employs the most advanced technology, but it’s very much warranted given the interest this Match is generating, and increased betting and overall profile of the event.”
Pinkerton’s UK Director Rory Lamrock added: “The World Chess Championships is an extremely high-profile event that has a genuinely global following. Any cheating or other related activity could severely damage the brand’s integrity and cause worldwide concern through the competitive chess community. It is our job to ensure that does not happen and I am confident our team is up to the task.”
Pinkerton, who’s roots stretch back to the 1850s when Allan Pinkerton founded the Pinkerton National Detective Agency, today focuses on Applied Risk Science. A technology led approach to risk management and forecasting.
Comment:
Billed as ‘the most important ‘event in intellectual sports’, this tournament is demonstrating that mental strength sports can offer brand’s valuable partnership possibilities as well as physical sports.
As well as Pinkerton, the World Chess Federation’s other partners include goldsmiths/lacquerers/trunkmakers S.T.Dupont, Fintech VC PRYTEK, fertilizer producer PhosAgro, Unibet and global cycbersecuity outfit Kaspersky Lab.
FIDE, which is recognised by its members and the International Olympic Committee as the international federation for chess – the umbrella body responsible for the sport and its championships – and it holds the sole rights to organise the World Chess Championships and the Chess Olympiads.
World Chess, exclusive official partner of FIDE, owns the World Chess brand and the commercial rights to the World Chess Championship cycle.
The brand operates the worldchess.com website, as well as the official broadcasting platform of the Championship cycle with a full production live show with exclusive access to the match, experts and commentary team, analytics, graphics and more.
The organisation is not only pushing out match related content throughout the contest,
#CarlsenCaruana2018 game 3 report: Though the match is only three games old, one theme has already emerged: Black is having no trouble equalizing out of the opening. (Indeed, the player with Black has, if anything, had an advantage in each game.) https://t.co/v1u3EdeuJ9 pic.twitter.com/NDoA5cqGoc
— World Chess (@theworldchess) November 13, 2018
and its own app,
but also promoting tickets and a range of related products and offerings.
Links:
Pinkerton
https://www.facebook.com/pinkertoncorporate
https://www.linkedin.com/company/pinkerton-corporate-risk-management/
FIDE
https://www.facebook.com/ChessFIDE/
https://twitter.com/fide_chess
World Chess
https://www.instagram.com/theworldchess/
https://www.facebook.com/theworldchess
https://twitter.com/theworldchess
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